Target has spent recent weeks promoting itself as a destination for the season’s hottest toys, which include Frozen 2 and Star Wars products as part of a recent collaboration with Disney. But some of Target’s toy sales will be coming from an unlikely source—Toys "R" Us. The Minneapolis-based retail chain and the revived toy brand announced Tuesday that Target will fulfill all product orders made on ToysRUs.com.
Indeed, consumers browsing the ToysRUs site, which relaunched this week, will see a “Buy Now” button with a Target bullseye that routes them to Target.com, where they can purchase the item. In addition, the new site includes video content and toy reviews.
As part of the partnership, Target will also “power” online sales made at the new experiential retail stores Toys "R" Us is opening this fall in Houston, Texas, and Paramus, New Jersey, according to a press release.
In a statement, Richard Barry, chief executive of Tru Kids, the 10-month-old entity behind the reborn Toys "R" Us—and a former Toys "R" Us executive—noted that the brand needed “the help of a retail industry leader.”
A Toys "R" Us spokeswoman did not return a request for details about how the sales model will work between the two companies.